Quick wins with Google advertising
Have you heard of Google advertising from the advertiser that the advertising will only start to produce results after 6 months and until then you just have to wait while the advertiser works his magic. Have you also heard the argument that you can't change your provider because then you lose the good history you've built up over many years and building the same kind of wonderfulness takes age and health and you won't get good results for a long, long time. Sometimes this is true, sometimes not.
When to wait for results, when they should come immediately
Difficult industries
If the industry is so complex that it is difficult to define the searches that express a need, or the buying decision processes are slow, a lot of time may be spent on optimising advertising. In such cases, measuring the role of advertising in generating conversions can also be difficult.
Large advertising accounts
In the case of a large account, such as advertising for a large online store, this requires a very active approach. In these cases, the optimisation of advertising relies on the use and adjustment of various types of automation. Machine learning requires data and time. In practice, the advertiser selects and tests different machine learning models, sets thresholds and settings to find the optimal result.
Opportunity for local businesses
If your business sells services in specific locations, targeted at a clear need, you should see results quickly. For example, if you have a toothache, your hair looks bad, your back hurts, your car breaks down, your roof leaks, a relative dies, a window breaks, a water pipe or tap breaks, a house is infested with pests, a lawnmower breaks, etc., then the search is not a recreational search, but a rather acute need.
In such services, advertising should produce results quickly, provided that the site has even the basics somewhat in order.
How to get results quickly
The secret to effective Google advertising for local or regional businesses is targeting and analytics.
Google advertising targeting
Results can be achieved quickly if the targeting is done well enough from the outset in the advertising planning phase.
- Advertising uses search terms that indicate intent to buy - not generic fluff
- Advertising is geographically targeted, but carefully targeted
- Prevented from being seen in the wrong context
- Adequate advertising coverage (sufficient media budget)
Site analytics
Another equally important thing is to get the analytics of the site right. Without proper measurement and interpretation of results, advertising cannot be developed in the right direction.
- Conversions are defined correctly
- Your Google Ads account is linked to your Analytics account
- Results are monitored, analysed and actively acted upon
A little more work and a little more money in the beginning, but the results are likely to be quite different right from the start.
Exceptions
Fast results can also be achieved in difficult industries or for products and services with a long purchasing process. But the larger the investment or the more complex the acquisition, the more important the role of the company's website, reputation, competitive products and other marketing activities.
On the other hand, even in a potential industry, trade does not take place when it is not in season. A website that is not in good enough condition also prevents results.
However, the importance of Google advertising should not be underestimated, because if done correctly, it responds to existing demand and brings customers to your site who are ready to buy or about to buy.
Do you know how well your Google advertising is doing?
Antti Kärki
Good digital marketing since 2003, but the humour gets worse every year. All in one package! Antti takes a broad view of marketing through the eyes of the client, the agency and the web analyst, but he is also keen to tackle individual issues. Antti's texts occasionally seek a little wake-up call, as the digital marketing industry has a lot of room for improvement.
